Confidential 1 Local Advertising Solutions Ordering for Success October 2010

Confidential 2 Agenda - Ordering for Success The Marketing Funnel as it relates to Creative The Creative Brief Creative Direction as it relates to position within the Marketing Funnel

Confidential 3 The Marketing Funnel as it relates to Creative 3 Focus the ad campaign on one stage of the funnel Define measures of success for ad campaign

Confidential 4 The Marketing Funnel as it relates to Creative 4 Marry the client’s stage to the objective of the campaign Clearly define the client’s measure of success in the Creative Brief

Confidential 5 The Marketing Funnel as it relates to Creative 5 Brand Awareness - A persistent logo is key to building brand awareness. Consideration - Sponsorship can have a pronounced effect on brand favorability. Purchase - The creative should create a sense of urgency and include a clear call-to-action. As you move through the funnel, the targeting of the audience should become increasingly narrower and more focused.

Confidential 6 The Creative Brief Facilitates a conversation with the client on their goals and objectives of the campaign. Provides an opportunity for the client to express their measure(s) of success. Can prevent time-consuming revisions and unexpected results. Provides the direction a designer needs to produce the most effective campaign for your advertiser.

Confidential 77 The Creative Brief OVERVIEW 1. URL (link) to advertiser's website: 2. We want to understand your measure of success. What is the focus of the campaign (choose one)? 3. Visually, what should be used to achieve the goal of campaign (choose all that apply)? 4. What is the tone of the campaign creative? 5. Image use in creative (choose): LINE ITEM DETAILS (the following would apply to each ad type) 1. Linking URL: 2. Copy for creative: 3. Can copy be modified? 4. Additional Direction_______________________

Confidential 8 Creative Direction Advertiser: - Metropolitan Lincoln Mercury Campaign: - Hover Ad Campaign Goal: - Branding/New Product Announcement - “Have the logo up and the address at the bottom with arrows pointing towards it.”

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Confidential 10 Creative Direction Advertiser: - Toyota of Orlando Campaign: - Display Ads Campaign Goal: - Impression goals/Branding - "Keeping it Simple" should flash three times and then remain on the screen. On the last flash the "Swoosh" should animate in and remain fixed below the "Keeping it Simple" text.

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Confidential 12 Creative Direction Advertiser: - Jacksonville Sharks Campaign: - Display Ads, Page Skin and Hover Campaign Goal: - Selling a Product - Branding

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Confidential 14 Creative Direction Advertiser: - Blue Armor Security Services Campaign: - Display Ads and Local Experts Campaign Goal: - Phone calls to advertiser

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Confidential 16 Creative Direction Advertiser: - Brighton Homes / K Hovnanian Homes Campaign: - Display Ads and Hover Campaign Goal: - This campaign is to push a sale the client is having. - Please feel free to use your creative abilities to make these ads stand out!

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Confidential 18 Creative Direction Advertiser: - Fitness 19 Campaign: - Display Ads and Contest Campaign Goal: - Gathering names, contest entrants - “ Please have this ad be loud and in your face. The designer can take creative liberty on achieving this.”

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Confidential 20 Creative Direction Advertiser: - Subway Campaign: - Display Ads and Contest Campaign Goal: - Gathering names, contest entrants - Branding

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